The Use of Technology in Customer Relationship Management and Supply Chain


  • ชีรวิทย์ สุรีรัตน์ คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ
  • ชุติระ ระบอบ คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ
  • พิมสิริ ภู่ตระกูล คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ
  • พิษณุ วรรณกูล คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ
  • พัชรา โพชะนิกร คณะบริหารธุรกิจ มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ


Technology, Customer Relationship Management, Supply Chain


The Use of Technology in Customer Relationship Management and Supply Chain are to make the relationship and intimacy by using system technology and personnel potential in order to create service and understanding level of customer needs and satisfaction in goods and services. Technological developments and their application in customer relationship management context can be to enhancing business potential and progress to have advantage from competition in relationship building. A number of technology can be identifed as purchasing and selling automation system, a system of purchasers and customers services, marketing automation, customer database and online social network.
Collaborative in customer relationship management to interact with each other, the similar common in attitude and behavior of customer such as perceived in new information, follow up new product, goods and services information, exchange consumer’s opinion in some kind of product via Facebook, MySpace, Twitter and others social medias. It has also been in information truths in group that was two-way communication different from others media. Now there have been contrast in traditional marketing pattern from today. Technology and social media strategy are new direct and channel for advertising via smart phone and accessories more than in the past. The use of technology in customer relationship management is not only for increasing effciency and cost reduction but it also creating image and value on other sides.




How to Cite

สุรีรัตน์ ช., ระบอบ ช., ภู่ตระกูล พ., วรรณกูล พ., & โพชะนิกร พ. (2017). The Use of Technology in Customer Relationship Management and Supply Chain. Business Administration and Management Journal Review, 9(2), 231–248. Retrieved from



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